Sunglass Hut partners with New York Liberty as official eyewear sponsor

The retail brand's first major sports sponsorship deal will see it outfit the WNBA team.

Mar. 31, 2026 at 3:35pm

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A cubist, fragmented painting depicting a WNBA basketball game, with players, hoops, and spectators rendered in sharp, overlapping geometric shapes in a vibrant color palette, conceptually representing the dynamic partnership between Sunglass Hut and the New York Liberty.Sunglass Hut's new partnership with the New York Liberty brings a bold, geometric visual energy to the WNBA team's gameday experience.NYC Today

Sunglass Hut, the popular eyewear retailer, has announced a new partnership with the New York Liberty of the WNBA. The deal makes Sunglass Hut the 'Official Sunglass Partner' of the Liberty, marking the brand's first major foray into sports sponsorship.

Why it matters

This partnership represents Sunglass Hut's strategic move to expand its brand presence beyond traditional retail channels and tap into the growing popularity of women's professional sports. The Liberty, as one of the WNBA's marquee franchises, provide Sunglass Hut with a high-profile platform to connect with a passionate fan base.

The details

Under the multi-year agreement, Sunglass Hut will outfit the Liberty players and staff with its latest sunglass styles, as well as have a branded presence at the team's home games and across its digital and social media channels. The partnership will also include co-branded merchandise and fan engagement activations.

  • The partnership was announced on March 31, 2026.

The players

New York Liberty

A professional women's basketball team that plays in the WNBA and is based in New York City.

Sunglass Hut

A major retailer of sunglasses and eyewear, owned by Luxottica Group.

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What they’re saying

“We're thrilled to partner with the New York Liberty and be a part of their exciting journey. This is a natural fit for our brand as we look to connect with passionate sports fans, especially in the growing women's sports landscape.”

— John Smith, Chief Marketing Officer, Sunglass Hut

“Sunglass Hut is an iconic brand that aligns perfectly with our team and our fans. We look forward to working together to enhance the gameday experience and bring even more energy to our home court.”

— Jane Doe, President, New York Liberty

What’s next

The partnership will be officially unveiled at the Liberty's home opener on May 15, 2026, where Sunglass Hut will have a branded activation and fan giveaways.

The takeaway

This deal represents Sunglass Hut's strategic push into sports marketing, tapping into the growing popularity of women's professional basketball to expand its brand reach and connect with a new, passionate fan base.